The Screen Kinetic typography animation created exploring my personal feelings about invasive communication technology. Using poetic license, this concept explores my feelings about the nearly constant use of cell phones in public spaces and what effects that may have on individuals and groups. Using opposing dark and light styles, I illustrate the difference between a perceived illusion of the screen space and the perceived reality outside of it. The first section of the animation discusses the pervasive nature of the technology, an almost addictive need; the second section of the animation discusses the resulting clarity that can be found by pressing the off switch. Treatment: Treatment uses a muted color scheme with stark lighting within the illustration to help reinforce the thematic elements being carried within the typography. Motion: Motion treatment features a series of quick animation transitions using thematic elements supporting the type. Additionally, the type animations support the meanings and metaphors involved with the words.